Agent Provocateur

NAUGHTY OR NICE?

The Brief
To drive mass awareness of the Agent Provocateur brand and get women what they want during the holiday season.

What We Did
Starting with an interactive video experience featuring British actor Juno Temple, we developed the #NaughtyorNice campaign to play to both sides of women. The first-of-its-kind video allowed the viewer to move between two scenarios by tapping the screen on mobile device or pressing the ’N’ button on their keyboard. Phase 2 of the campaign saw the launch of a WhatsApp Ménage à Trois, where couples were invited to create a group conversation on the messaging app between themselves and an Agent Provocateur Agent who was able to offer product suggestions and advice to help uncover their Christmas Wish List and suggest accordant items from the Agent Provocateur Christmas collection to suit their personality.

With 1.6 billion people using their mobile devices to shop online globally, and a predicted 56% choosing mobile to purchase presents in the run up to Christmas, it was a natural decision for AP to launch their biggest campaign on WhatsApp.

The ‘Naughty or Nice’ campaign was represented throughout the business from the brand website and social media to in-store.

The Results

The holiday content saw a 125% increase in engagement over the brand’s 2015 campaign. The campaign also received 60 pieces of coverage online, including The Huffington Post, Elle, Harpers Bazaar, Creative Review and The Sun.